Brand and Identity Design

2021 – Adobe Illustrator

For this project, I had to design a logo and consistent brand identity system for a travel guide company, Travel Compass. I began with mind maps for the words “Travel” and “Compass” to find strong words and images that would translate into a logo. I honed in on the image of a compass rose, and connected the idea of globetrotting to the many stamps one receives in their passport.

I developed different logos that resembled a passport stamp. I also incorporated a compass rose to showcase the sense of curiosity and exploration that Travel Compass embodies.

I chose a color palette with a mix of warm and cool colors to represent sunshine and clear waters. I use the color version of the logo on my social media and website mock-up, while the black and white logo is used on the travel guide books. The brand identity system I developed includes a base typeface with many variations that can be applied to different locations and a simple approach to guidebook covers.

I used different colors to denote different regions of the world. Then, as the location narrowed down to a specific country and cities, I followed different shades and hues of the color red. I proposed to show landmarks and landscapes on the covers to capture the variety and grandeur of each location.

We had to create a website layout, social media profile, and e-mail signature as part of the Brand Identity System.